Outcome by P Joanna

OUTCOME * A short guide to understand what exactly does graphic designer do.

CONTEN 8 16 20 28 32 36 40 44

INTRODUCTION BRIEF RESEARCH IDEA-L SHAPING TESTING OUTCOME IMPLEMENTING

T S

DON’T WORRY - IT WILL ALL MAKE SENSE.

BECOME A DESIGNER FOR A ONE BRIEF.

IN DE

INTRO DUCTION

INTRUDUCTION

graphic design graphic designer

PROBLEM

GRAPHIC DESIGNER SPECIFICATION: Kingdom: Phylum: Class: Order: Family: Tribe: Genus: Species:

Creative Industry Creation Visual arts Art & Design Design Visual Communication Designer Graphic designer ATTRIBUTES: independence, ambiguity, curiosity, holistic approach, optimism, absorbing mind

Note: Design process requires going backward even on the very last stage.

SOLUTION

GRAPHIC DESIGNER

GRAPHIC DESIGNER NEEDS TO:

works with visual imagery, converts content in the easy to process code, sets the hierarchy of reception of information, and determines the behaviour of consumers.

| collect and analyse information about literally everything; | organize content in the way and order it should be received and processed by recipient; | solve the problem (creating along the way a million new ones); | use visual imagery to communicate the message; | stay inspired; | be familiar at least with composition, grid, layout, typography ins and outs, CMYK/RGB and colour psychology, DTP, Adobe;

Saying more ordinary, he/she creates publications, websites, brand identities, pictograms â&#x20AC;Ś

INTRODUCTION

BRIEF

design process at glance

RESEARCH

IDEA

SHAPING

OUTCOME

IMPLEMENTING

It may look simple at first glance, but ...

INTRODUCTION

design process at glance

RESEARCH

IF NO ELSE TRY M

BRIEF

IMPLEMENTING

IDEA

OTHING WORKS MAGIC

SHAPING

OUTCOME ... the reality is way more complicated.

Donâ&#x20AC;&#x2122;t worry, it will all make sense at the end.

BRIEF Note: brief structure and content may vary depending on the nature of the project/budget/clientâ&#x20AC;&#x2122;s creativity or other unpredictable variables.

BRIEF

at glance

Needed:

| Brief | Time and holy peace (is too relative to pinpoint exactly the amount needed) | Perfect spot | Pen/pencil/highlighters

Do:

| Read the brief briefly | Read it once again â&#x20AC;&#x201C; carefully, and highlight the key information | Make notes and sketch first, even about the most absurd ideas | Define the core problem | Create a mind-map, draft with possible and impossible solutions that come first in your mind (world is changing fast enough to make them possible before you finished reading this chapter)

Note: The design process requires going backward even on the very last stage.

BRIEF: Basically is a document that combines all information about commission. Most of the briefs are well formed and provide the answer for fundamental questions: Who/What/Why needs to be designed, restrictions, budget and deadline.

R U

Repetition of letters, syllables, sounds alliteration assonance consonance homoioptoton homoioteleuton paroemion paromoiosis

Repetition of clauses and phrases anaphora coenotes epistrophe isocolon mesarchia mesodiplosis repotia

Repetition of words adnominatio anadiplosis anaphora antanaclasis antistasis conduplicatio diacope diaphora epanalepsis polyptoton polysyndeton

t’ = t √1-V²/c² where:

t’ = dilated time t = stationary time v = velocity c = speed of light

RE SEARCH* Repetition of ideas commoratio disjunctio epanodos epimone exergasia expolitio homiologia hypozeuxis palilogia pleonasmus scesis onomaton synonymia tautologia traductio

* search, research, re-research

RESEARCH

search and re-research

may

hipp

t’ = t √1-V²/c²

bite

KEEP YOURSELF HUNGRY FOR KNOWLEDGE Important: To avoid loss of ideas make sure that you always carry with you something to write them down. A notebook or electronic devices may contain more capacity than your memory.

You may need to connect with the Universe or at least the Internet. Inspirations may occur suddenly, even when the brain is distracted from the research.

Note: The design process requires going backward even on the very last stage.

SEARCH, RESEARCH, RE-RESEARCH | Start research by understanding the nature of the problem. | Acquisition of information is not straightforward. Your brain runs many processes at the same time on a different level of engagement. | Do not be afraid of going back to the roots of information and changing the paths of research; be afraid of getting knowledge just from one source.

Note: Making notes, sketches, and doodles on every single stage of the process is incredibly important.

RESEARCH

how to stay curious

EXAMPLE: A BRAND IDENTITY FOR A NEW CAFÉ

BUILDING FOUNDATION: Important: There is a huge risk that your brain already defined your vision of the brand and final outcome. DESTROY IT in order to avoid obviousness.

Gather as much information about brand, its goals and prospects, business model, target, coffee (processing, roasting, brewing, serving), the impact of the café on society, etc. GOING BEYOND | Start to search in disciplines loosely related to the subject. | Go further. (Do not limit your research to coffee related themes; try to find connections with double-helix model of DNA structure or penguins) | Cross every single border on your way. | Open every door, look trough every window. | Merge and look for interconnectedness.

Note: The design process requires going backward even on the very last stage.

CULTIVATE CURIOSITY Important: Tsunami of new content may overwhelm you. Do not give up, drift between, and let it to inspire you.

| Genuine innovation requires questioning accepted answers and inhabited truth. | Do not abandon further research. | Re-research everything, and engage your cellular system again. | Shake all this junk; accident may be a great creator.

Note: Even extremely intensive research may not provide any solution.

RESEARCH

coffee, café penguins, DNA connections mapping

Antarctica

black&white

migration

coffee

sugar/ milk/ cream

survival

selecetion

food ice-cream ice-coffee

Arabica

coffee

desserts

café cube

students Oxford Istanbul

Turkish Delight

University

coffee express

Orient Express

living organisms

receptors

acid

modification

coffee acidity tongue structure code roasting

IT milk

brewing

GMO

coffee

numbers cow

black& white

mouth

farm

binary code

hot

topic

chat

income

information organic

cafĂŠ

IDEA-L

how to get an idea

AT THIS STAGE OF THE DESIGN PROCESS BEING COVERED BY NOTES/SKETCHES IS DESIRED. DO NOT TRY TO EARNESTLY ORGANIZE THIS CHAOS, FIND IT STRUCTURE, STRETCH AND PLAY WITH IT. Mind joggers: sketch your ideas out with annotations and crossreferences on every single stage of development (quantity may help). Examine your concept from the opposite point of view, argue and dissent.

HOW TO GET AN IDEA? Engage your creativity and: work spontaneously mix everything recombine reality cut-up paste-up provoke extend horizons

Note: The design process requires going backward even on the very last stage.

Risk: Frustration and anger may creep in at this stage, which is normal.

From all your rudimentary ideas chose a group that is worth to experiment with (should include both good and bad one). You may also need to meet with client at this stage to present him your ideas for approval for further development.

Note: First ideas may seem to be brilliant, but more likely that they are not. The greatest idea may be unreachable; design process does not require one â&#x20AC;&#x201C; just solutions.

SHAPING

craft your design

Simultaneously develop preconceptions and spontaneously recombine them. Provide your mind with flexibility in mixing and making both formal and informal arrangements. Challenge your perceptions; play with visual and verbal phenomena. Mind joggers: sketch your ideas out with annotations and cross-references on individual stages of development (quantity may help). Examine your concept from the opposite point of view, argue and dissent.

Ask Collaborate Do mistakes Look sideways Work with mock-ups Absorb skills and experience Allow yourself to constructive criticism Intrigue yourself with other peopleâ&#x20AC;&#x2122;s perspectives

Note: The design process requires going backward even on the very last stage.

Important: In most cases things on the screen look different than after printing. To avoid disappointment and frustration work with real mock-ups.

Read again brief in short intervals and make sure that you meet all the requirements. Remember that symbols, words or visual images occur to be idiosyncratic â&#x20AC;&#x201C; their meaning may vary depends on ex. cultural background.

TESTING

the worst-case scenario

Test your shaped ideas on potential users/audience in a targeted environment. If it is not possible, create the most similar conditions.

Note: The design process requires going backward even on the very last stage.

Test if your idea works in the worst-case scenario, extreme environment (like limited light) or for idiots. Predict all circumstances that your project may stumble on.

Note: Outcome may behave differently in target environment than in the design laboratory.

OUTCOME

final amendments

You think you got it. Maybe. You must feel at ease with an outcome, and are confident and satisfied. Compare your outcome with the brief. Double-check if you are not copying someone else.

Note: The design process requires going backward even on the very last stage.

Make the final amendments. Think about presentation to the client who will judge you in the strictest way.

IMPLEMENTING

time to face reality

In most cases you are not responsible for the implementation. Nonetheless you should provide a clear guide for a client with all designâ&#x20AC;&#x2122; s restrictions (like technical specification).

Note: Design process requires going backward even on the very last stage even now!

Now the life will verify the quality of your design.

Joanna Piatkiewicz